Re: Acceptable "Clickthrough" Percentages

Eric J. DePrano (eric_at_net2.discnt.com)
Fri, 2 Aug 1996 16:42:25 -0700

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Stephen Paynter wrote:
>1. Are "AdViews" and "Impressions" industry-standard terms ?

Impressions tends to be the term the I've used and heard more often.

>2. Do these terms have the same meaning ?
I believe so.

>3. Which is the best way to reflect "clickthrough" measurements - on a daily
>basis or as an average over a given timeframe ? Indeed, is there a correct
>or best way at all ?
Actually I'd try to get both. I'd even try for an hourly breakdown over a
time period such as 9 a.m. to 5 p.m. over a week, try to get one hourly if
possible. Try to get your ad placed during the time that your target market
browses the Net. Any good ad placing service should be able to give you all
three statistics.

>4. What would the industry regard as an acceptable "clickthrough" rate ? We
>have found that the daily average rate of 4.6% is almost double that of a
>standard unanimated .gif strip banner. The average daily rate of Newspaper
>A comes in at 8.3%.

We feel that anything between 3 and 6 percent is acceptable. If it gets
below 3 percent you should take a look at both the banner itself as well as
where and when the banner was placed.

Take Care,
Eric
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Eric DePrano - President - NarrowCast Media - PHONE (310)558-4234
http://www.narrowcastmedia.com----eric_at_www.narrowcastmedia.com FAX
(310)558-4233
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